When entertainment brand Rum Bum decided to go professional sports car racing, the design brief called for a visual identity that represented ‘rebels without pause.’ In an arena known for the amplitude of its visual noise, Rum Bum sought to push the boundaries even further. We quickly realized that an entity needed to be created as a visual brand ambassador of sorts to emphasize Rum Bum’s slogan, ‘From the World to Your Eyes,’ and arrived at the signature 3-faced Rum Bum. A brightly colored palette coupled with tribal patterning and an intimidating gaze helped instantly differentiate the program from its competitors. The result is unquestionably loud, over-the-top, a bit eccentric, and unmistakable – a true reflection of a non-conformative lifestyle brand. The team backed up their bold new look with an equally audacious debut victory and have since become series champions.
Project Scope: Brand Identity / Motorsport Livery / Transport Livery / Vehicle Graphics / Team Uniforms / Print Collateral / Promotional Apparel / 3D Visualization